Case Study |

To make sure Avenue Living Communities’ campaign performance was through the roof, we created a custom-built campaign to meet their needs. Beginning the campaign in December 2020, we started by identifying all possible audiences that could fit their target demographic. From in-market renters for apartments, to visitors on competing property management websites, we did a walkthrough of all 3rd-party audiences — and lookalike audiences — that fit the criteria. Because this was a conversion campaign, we primarily monitored website inquiries as key performance indicator.

For this campaign, we employed a full cul-de-sac of channels, including Hyper Display and Hyper Video to target these specific audiences in cities across Alberta. We launched our pilot campaign in a major Albertan city, which saw extremely positive results, laying the groundwork for us to expand into other markets throughout western Canada. Using Hyper allowed us the access to reach in-market apartment hunters and target affinity audiences who were visiting other real estate-related sites.

In the first few months of the campaign, we found our Search ads outperforming other channels, leading us to remodel our strategy later on. We opted to evict Twitter ads, and in turn boost Search ads to capitalize on the strong conversion count we saw it bringing in. Because the initial creatives run had general messaging, we revisited the top interest and affinity categories based on user data to identify where we could tailor ads towards additional renter personas. We decided to separate the creative by three ad sets for families, seniors, and students that were run on display, while pet friendly messaging was introduced for Search. Toward the final months, Hyper Video was also added in to improve engagement for pet owners who were actively apartment hunting with their furry friends in tow. Additionally, with Hyper Streaming, we were able to add Spotify into the mix to bolster our reach to audiences we may have been missing on other platforms.